Massillon streetscape Part IV: A new beginning, big gains

Tuesday

Local leaders say the revitalization of downtown will draw more visitors to the city and highlight businesses and attractions such as the Massillon Museum and Lions Lincoln Theatre.

MASSILLON A revitalization project that's expected to have a stretch of Lincoln Way impassable for about three months has been the talk of the town and beyond.

While, for some, the city's pending facelift is raising concerns, others see it as a revival for a downtown that already has much to offer.

"It's out there," Mayor Kathy Catazaro-Perry said. "All around the county, they are saying it's the renaissance of Massillon, and we are excited for it. We are creating a new synergy."

The city is set to embark on Imagine Massillon, a streetscape project aimed at making the downtown area more welcoming.

The three-month construction plan set to begin in June includes new traffic signals, sidewalks, bump-outs at intersections, streetlights, decorative paving and landscaping.

The work will improve pedestrian safety and aesthetics while showcasing the city's restaurants, businesses and arts and entertainment offerings.

A rebirth, local leaders are calling it, touting the venture as a surefire win for the city making it a more enticing spot for residents as well as a tourist destination.

According to the Visit Canton 2018 annual report, visitors to Stark County made the area a destination for art galleries and museums, historical sites, live music, fairs, festivals and special events as well as visits to the Pro Football Hall of Fame.

Downtown Massillon offers a lot of these attractions Tonja Marshall, executive vice president of marketing and communications for Visit Canton, said.

"The streetscape is about connecting those elements," she said. "They say about 1,500 feet is what a human is willing to walk before choosing a different means of transportation. You have to see things of interest and the streetscape is doing that."

Marshall said experts believe the city must create a critical mass — a mix of development in the downtown area. From walkability, to a mix of retail, lodging, housing, offices, arts and entertainment, each element builds on the other to create a place where people want to be.

That's what leads to tourism, she explained.

"It's exciting. Massillon (already) has so many elements to create that critical mass. From Jen's Place to the Massillon Museum to office space and businesses, to Duncan Plaza that hosts concerts and entertainment events. A lot of those elements are there," Marshall said.

The streetscape project will strengthen the city's position to bring people downtown. An increase in pedestrian traffic should result in more sales at local businesses, she said.

A more inviting downtown with plenty to offer may be able to keep a person in the city's center for about four to six hours, Marshall figures.

"Can visitors find enough to do during that time period? That's the prime goal," she said.

Increasing traffic

Massillon Museum Director Alexandra Nicholis Coon and her staff are excited about the streetscape project and the possibility of bringing more visitors to town.

"I personally, and collectively, we believe the unification effort will really help enhance the businesses along Lincoln Way," she said."The city's investment in the downtown will be evident. Research shows that a well-maintained downtown reflects positively on the city, businesses and the community."

From a safety standpoint, Nicholis Coon is pleased with plans to create pavement bump-outs at Lincoln Way E and First Street NE, in front of the museum, and at Lincoln Way E and Erie Street.

For years, pedestrians crossing Lincoln Way at First Street NE have struggled to safely traverse the street, she said. Museum staff and volunteers have had near misses, and some have been struck by vehicles, while trying to cross.

The bump-outs aim to slow traffic and provide a safer crossing by shortening the distance from curb to curb.

"That is just a dangerous intersection and I am really relived to see that is being addressed," Nicholis Coon said. "Twenty-thousand cars pass through downtown in a day. ... (The bump-outs) will get them to slow down, not only for safety, but also to see what else Massillon has to offer."

From a tourist perspective, improved pedestrian safety along with the aesthetic appeal will make Massillon more desirable, which bodes well for the museum and its downtown neighbors.

Nichols Coon anticipates seeing a jump in visitors. Annually about 25,000 people make the museum a destination. With the opening of Paul Brown Museum last fall, the museum is on pace to host 30,000 people this year.

This summer, special marketing efforts will begin to promote the Paul Brown Museum outside of Stark County, reaching tourists in Summit and Cuyahoga counties as well as Pittsburgh.

Since reopening Studio M, which showcases local, regional and national artists, the museum has attracted Northeast Ohio artists from Cleveland, Akron and beyond. Many, Nicholis Coon said, are extending their stays in the area, getting hotel rooms and patronizing local businesses and restaurants.

"Anytime people come downtown, they might not be here for a show at the Lincoln, but they can see our marquee and our posters and they have the chance to come back and see a show," Stuck said. "More business is always good."

Stuck said the 681-seat historic theater draws people from Pittsburgh, Columbus, Cleveland and as far as Indiana and West Virginia — even Canada.

"Those people are spending money here getting a hotel and having a meal," Stuck said, adding even if they are not staying overnight they often come in early to get something to eat at an area restaurant.

During the streetscape project, Stuck has scheduled fewer shows at the Lincoln, and she's counting on visitors filling the seats.

"It's hard to say if it will impact us a lot," the theater director said. "There might be some problems with parking but if you buy a ticket to a show, you are going to find a way to get there. We are going to cross our fingers and hope for the best."

The library is just on the outside edge of the $2.47 million project zone — Lincoln Way between Erie Street and First Street NE. Brown knows it will cause some headaches for her staff, who will have to dodge construction to get from the employee parking lot into the building.

Some utility work, including replacing water lines, will take place in front of the library, Brown said. That project along with improvements required to library water lines may shut off water to the facility for an extended period of time necessitating the library to close its doors. It is unclear when the work will be done.

Library staff will do their best to inform patrons about closures and other issues using social media and the library's website, she said.

The library, with its architecture and prominence downtown, already draws visitors, Brown said. She figures streetscape improvements will only enhance the library's attraction.

"We're such an icon of the downtown as you can see it from everywhere in the city," Brown said. "A lot of out-of-towners see us from downtown and often end up visiting us."

She has seen the impact a revitalization project can have on a city.

Newark, where Brown's sister resides, has undergone a project similar to what Massillon is about to tackle.

"It's make the downtown looks so inviting and more up-to-date, clean and attractive," she said. "... There are going to be growing pains but look at the long-term. These people know what they are doing and they have been successful in other places and I have no reason to believe we can't be. But we are going to have to support each other during it."

'No pain, no gain'

Museum staff have been proactive in preparing guests for the inconveniences that will surely come with the streetscape project. They have begun encouraging guests to park in the municipal lot. The museum is also working with the city to designate a space on First Street as a drop-off zone for patrons with limited mobility and as a bus drop-off, she said.

The city has a number of parking options, Nicholis Coon said. She and others have asked for better signage indicating public parking areas. The museum, she said, has been putting up signs to direct motorists to parking areas while attending events at the museum.

"Thousands of people come downtown for the car show, 3,000 for the Island Party and for the concerts," she said. "At Blossom, look how far you walk. It's about educating people about what they can expect and how they can make a plan."

Communication is key, say Marshall and Nicholis Coon.

Businesses impacted by the project must tell their customers what is going on and offer suggestions for parking or navigating the detours, Marshall said.

Nicholis Coon acknowledges the hardships of the large project but added after going through a multi-million dollar, multi-year renovation and expansion of the museum, she knows it will be worth it.

"No pain, no gain," she said. "You have to endure some of the challenges to have the outcome that you want.

"Downtown will be more welcoming," she said. "Anyone who sees a community investing in their downtown will raise eyebrows and say, 'This place is growing and worth visiting.' They will see we have a lot to offer."

Mayor Catazaro-Perry believes the momentum of the streetscape project is already taking hold.

J.D. Real Estate recently purchased the former Remlinger's Quality Auto Sale building at 215 Erie St. N and is ready to invest in the city, she said. The site is being overhauled to attract new businesses to the downtown area.

The city's designation on the National Register of Historic Places that includes 91 buildings and Veterans Memorial Park will attract developers looking to restore historic buildings to bring even more business here, the mayor believes.

Grant funding is available to those looking to rehab historic buildings, she said.

"Word is getting out and people are wanting to be part of it," the mayor said. "This is what it does. It sparks economic development."

Streetscape is the beginning of the city's revitalization effort, she said. By 2021, the mayor hopes to finish the remaining phases of the construction project through Wales Road NE.

In coming phases, the mayor hopes to add more historical pieces, including statues, encourage more housing and enhance existing businesses and attractions.

The city will continue to partner with groups like the Massillon Museum and Visit Canton to bring additional programming to the city, she said.

The mayor believes the beautification project will spur other initiatives such as residents taking pride in their homes and neighborhoods.

"We really just want to give (the city) a new face," she said. "Everyone wants to be part of something that is new and fresh and it's exciting."

Reach Amy at 330-775-1135 or amy.knapp@indeonline.com.

On Twitter: @aknappINDE

Never miss a story

Choose the plan that's right for you.
Digital access or digital and print delivery.